- author By Miva |
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The situation around COVID-19 continues to change the e-commerce landscape. Online retailers navigate in this rapidly changing environment and find it difficult to predict trends and consumer priorities. Some online retailers have seen a decrease in site traffic while others have seen it Interest in their products is skyrocketing As socially distant consumers, they turn to online shopping and change their buying habits.
Given the current uncertainty, it can be difficult to make informed decisions about long-term endeavors such as SEO. Fortunately, there are a number of ways to stay agile and competitive in the long term in the current situation.
In this article we will introduce various tactics that online retailers can now use to optimize their SEO and set up their websites for long-term success.
Why exploring SEO opportunities is important in uncertain times:
- SEO is a long-term investment and it is worth maintaining it. Stopping SEO activities in times of uncertainty will affect past success and you will have to catch up afterwards.
- Some companies (including their competitors) are withdrawing their SEO efforts for the time being. This offers a unique opportunity to claim search engine properties while competition is slower than usual.
- By closing physical stores that cause consumers to shop online, e-commerce retailers have the opportunity to win new stores. With a smooth search and purchase experience, you have the ability to keep these new buyers online and turn them into long-term customers.
- Online search volume has increased and will continue to do so as people get used to finding what they need online.
Here’s what you need to do to improve your SEO in uncertain times:
Discover what buyers are looking for
Search habits and intentions have definitely changed during the pandemic. Due to changing regulations regarding things in which shops can open their physical locations, online demand for goods varies by state, industry and over time. Free tools like Google Analytics, Google Trends, Google Search Console, AnswerThePublic and MOZ Keyword Explorer can help you stay up to date on the latest search trends and keywords.
Do a blog audit
If you have a blog on your website, an audit can help you develop a quantitative and qualitative perspective of your content. The data obtained through a thorough blog review can give you insight into how users use your blog and how it uses the information it contains. This data can also help you identify changes in your audience’s habits in the recent past. Having the most up-to-date information on what your target market is consuming can help you support your future SEO efforts.
Here are the key steps to take during a blog audit:
1.Create a list of all content elements in your blog and their respective URLs in a table or with an SEO analysis tool.
2. Collect data points to help you understand what is happening on your blog. Important questions you should ask now are: Which pieces have seen an increase in traffic / a higher keyword ranking in the past few weeks? Do people stay on the content pages that they entered via a search engine, or do they jump off the page?
3. Determine what your next steps should look like for each content item. You don’t have to optimize all of the elements on your blog at this point. Categorizing and assigning action items is a big step on the way to an optimized blog. Ask yourself which pieces might become relevant in the coming weeks and look for possible optimizations that you can apply to better serve your audience in the future.
4. Monitor your website traffic continuously and refer to your spreadsheet to track changes and identify patterns. So you can react quickly to new trends.
Use what works
You can use the results of your blog audit to decide which parts should be optimized at the moment. Think about how you can turn high-performing pieces into something contemporary and valuable. This can be as simple as adding a best performing article to your next email campaign or converting a successful webinar into a downloadable PDF guide.
Video content consumption has increased while COVID-19 and formats like home videos have become the new norm. If some of your existing pieces have the potential to be converted into video content, this could be an excellent opportunity for you to explore a new medium. Take a look at your favorite blogs and think about how you can translate their main points into fast, accessible, and shared videos.
Update your metadata
Your website’s metadata, the information that search engines and users tell them what they find on your website, play a crucial role in ensuring that the right people can find your website and products. Let’s say you sell blue wool socks. Your metadata should explicitly state that you sell socks and that they are special because they are wool. You can add special features to these descriptions and add colors, sizes, and other product features as needed. This way, there is a better chance that someone looking for blue wool socks will find your product in the search results.
It is important to keep this information up to date, especially if the focus of your business has been affected by the current situation.
Here are some things to keep in mind when writing metadata:
- Make sure your meta titles and associated meta descriptions are consistent.
- Create precise meta titles that appeal to your target audience and make clear what they can expect from you.
- Get your audience on your side using gripping calls to action.
- Check the metadata character restrictions imposed by popular search engines and make sure your metadata is compatible.
- Include keywords from your research, but avoid keyword stuffing as this can decrease your rating on most search engines.
- Address the immediate needs of your potential buyers by including your location, shipping and return information in your meta descriptions.
Provide valuable content
Faced with unprecedented uncertainty, seekers are looking for comprehensive and trustworthy information. Be helpful, respond to the situation, and look for ways that your brand, products, and team can provide comfort and support.
- Optimized messaging is an important part of a positive customer experience. Every point of contact that customers have with your website should convey the same message.
- Update your key pages (home page, info page, most successful blog posts, FAQ page, etc.) to reflect the current situation and your reaction to it.
- Building expertise, authority and trust (E-A-T). Google prioritizes results that demonstrate E-A-T to ensure that the search results are as effective and helpful as possible. Adding details such as size, product dimensions, or cleaning and care instructions to your product descriptions can be one way to amplify the E-A-T signals and make your customers feel safe.
Lay the foundation for ongoing efforts
Don’t lose sight of what’s next while working in a rapidly changing environment. Continue to follow best practices and consider your long-term goals as you make adjustments to your digital strategy.
By further optimizing your SEO in times of uncertainty, you can help your company maintain momentum, keep in touch with consumer needs and take advantage of opportunities.
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